Solomon, Consumer Behaviour - Chapter 6 Personality & Lifestyles

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Doc. Dr. Azize Muge YALCIN

Consumer Behaviour

Written Report of

Personality (Chapter 6)
(Consumer Behavior – Michael R. Solomon – Ninth Edition)

By

Yusuf BULUT - Ozgun AKDIK

Fall 2011 – Spring 2012

Personality
When we say personality, actually everyone can understand what it is meant to be but actually it is hard to define a formal description of “Personality”. One answer can lie in the concept of personality, which refeers to a person’s unique psychological make up and how it concsistently influences the ay a person’s responds to his/her environment. From now on when we say “Personality”, we mean all of the distinctive, consistent and structured relations between an individual ‘s inner and outer environment. Personality is also be described as “ the particular combination of emotional, attitudinal, and behavioral response patterns of an individual” Some psychologists may argue that the concept of personality may not be valid. Many studies find that people do not seem to exhibit stable personalities. Because people do not necessarily behave the same way in all situations, they argue that this is merely a convenient way to categorize people. It’s a bit hard to accept because we tend to see others in a limited range of situations and so they do appear to act consistently. Marketing strategies often include some aspect of personality. These dimensions are usually considered in conjunction with a person’s choice of leisure activities, political beliefs, aesthetic tastes, and other personal factors that help us to understand consumer lifestyle. Freudian Theories:

Who is Sigmund Freud?
Sigmund, born Sigismund Schlomo Freud (6 May 1856 – 23 September 1939), was an Austrian neurologist who founded the discipline of psychoanalysis. An early neurological researcher into cerebral palsy, aphasia and microscopic neuroanatomy, Freud later developed theories about the unconscious mind and the mechanism of repression, and established the field of verbal psychotherapy by creating psychoanalysis, a clinical method for treating psychopathology through dialogue between a patient (or "analysand") and a psychoanalyst. Psychoanalysis has in turn helped inspire the development of many other forms of psychotherapy, some diverging from Freud's original ideas and approach. * http://en.wikipedia.org/wiki/Sigmund_Freud Sigmund Freud proposed the idea that much of one’s adult personality stems from a fundamental conflict between a person’s desire to gratify his/her physical needs and the necessity to function as a responsible member of society. The id seeks out immediate gratification. The superego is the counterweight to the id. It is a person’s conscience. The ego is the system that mediates between the two. It tries to find ways to gratify the id that are acceptable to society. This is called the Pleasure Principle.

“Id” is selfish and illogical. It is the “Party Animal” of the mind. It’s about immidiate gratification. Id operates according to the pleasure principle which our basic desire to maximize pleasure and avoid pain guides our behaviour. Id directs a person’s physical energy toward pleasurable acts without regard for any consequences. “Superego” is the counterweight to the id. The superego is essentially the person’s consicience. The superego internalizes society’s rules and tries to prevent the id from seeking selfish gratification.

“Ego” mediates between the id and superego, it acts as a refree in the fight between temptation and virtue. The ego tries to balance these opposing forces according to the reality principle which means it finds way to gratify the id that the outside world will find acceptable.

These conflicts occur on an unconcious level , so the person is not necessarily awere of the underlying reasons for his/her behaviour. Freud’s ideas highlights the potential importance of unconscious motives that guide our purchases. Consumer researchers have adapted some of Freud’s ideas....
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